Sydney creative agency Droga5 has announced work for big name client Qantas, asking the airline’s passengers “to ditch their Kindles and curl up with a good book”.
Droga5, who won the Qantas creative account last year, has teamed up with publishing house Hachette to create an initative geared toward Qantas' most travelled passengers.
The campaign “Stories for Every Journey” is a collection of bespoke books curated by the airline, each promised to last only for the duration of route the passanger is on, so that flyers will manage to finish just as their plane arrives at its destination.
Droga5 worked with Hachette to choose themes suited to Qantas Platinum Flyers, with research showing that non-fiction, thrillers and crime-based short stories are the most popular choices.
"It occurred to us that, in this world of Kindles and iPads, the last bastion of the humble, paperback novel is actually at 40,000 feet." said Droga5 creative chairman David Nobay (pictured) told AdAge. "Just take a look at the bulging shelves at any airport bookstore. But, for all its relative clumsiness, there's an unmistakably reassuring charm about thumbing through a good book as you recline amongst the clouds."
Nobay explained how the agency managed to time the book to the length of the flights.
"According to our literary friends at Hachette, the average reader consumes between 200 and 300 words per minute, which equates to about a page per minute,” said Nobay.
He added that idea was applied more specifically to the shorter novels and flights, but "for the longer flights, we accommodated some napping time and meals. After a few hours with a fine Qantas in-flight meal with Australian Shiraz, most people need a break from reading,” he added.
Each book’s cover was designed by award-winning art director/designer Paul Belford, who was behind memorable campaigns for The Economist, Sony Playstation and Waterstones.
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